We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
298 Building Theatre Patronage
majority of whom are women, give your copy a feminine appeal. This refers not only to the selection of the particular selling point written about but also to the choice of words. (Consult pages 1 1 1-1 13.) Man-made copy for women buyers is often crude, blunt and heavy. A sale can be made by tickling just as well as by punching and bludgeoning. Delicate, neat, curiosity-provoking copy is often chosen because of its effectiveness with women readers.
Trade Terms.
Do not use technical trade terms in writing for your public. Such phrases as specials, fade-outs, seven-reelers, one of the ." group, pre-release, a road-show picture, etc., are not generally understood. You know what the trade terms mean. If your readers do not, you are only wasting space and money.
Timeliness.
Very often familiar local phrases and timely reference to local events add interest to your copy. The headline which ties in with an event of particular local interest, and copy brightened with phrases which have a bearing on that event are effective because of their local appeal. Local holidays also suggest timely headlines and copy which will be effective because timely. This is something which requires local application and naturally cannot be expected in the general press sheet copy. Incidentally, a slang phrase that is not offensive but is really dripping with meaning is appropriate. This is not a plea for slang, but practical common sense makes it evident that stiffly formal language has little place in theatre advertising. Language can be crisp and snappy and yet not offensive. If an expression is not in the dictionary — what of it? If your readers understand the expression and it does not offend, use that expression. Consider the expression, "Hot dog.** This expresses more than many long, high-sounding words. So talk the language of your people. Whether your language is effective is indicated not by the blue pencil of a blue-stockinged professor, but by the tired arm of the ticket-taker of your theatre. That*s a sure sign your copy is effective.